The National Retail Federation has found that nowadays 36% of shoppers say the most important factor in deciding where they shop is the sales and discounts a store or business offers.
The consumer appetite for redeeming money-off coupons has increased dramatically and 90 per cent of UK consumers now confess to using coupons regularly to save money.
Valassis, a coupon and voucher services provider say that by using coupons, ‘shoppers save on average £5.70 each per month’ which ‘amounts to a massive total of £2.3billion a year – the amount the UK spends each year on online groceries’.
Coupons in email marketing – a winning ticket
With regards to email marketing, the use of the word “Coupon” has been proven to (in several studies) drive high open rates. But as well as increasing opens, they’re (coupons and vouchers) also a great way to build engagement, trust and loyalty.
If you want to get the most out of coupons and vouchers within your email marketing efforts, then here are our top three tips to help you to get it right first time:
Before you send a coupon campaign to your entire email database you should test different offers and discounts with smaller segments of your list to determine which is most likely to return the best result.
Try playing around with the wording of your offer and altering the % off that you’re rewarding recipients with. After all, if you find that redemption doesn’t vary much between a 10% off coupon and a 30% off one, then you may as well save your business some money and stick with 10%. Click here for dotMailer’s guide to split testing.
Just like you can personalise an email introduction with a recipient’s first name, if your data allows it then you should consider personalising your voucher or coupon too. Depending on the data that your list holds, you could include a recipient’s name, their local city, store and/or even a suggested purchase (based on their previous purchase history with you).
Don’t forget about measuring and tracking. Drill down into your data to discover which offers are the most popular and establish which channel or particular email it was that put a particular voucher in front of a recipient who purchased.
Have you used coupons to promote your business? Whether you’ve used them in email or across other channels, we’d love to hear your experiences and tips.